An entrepreneur and team create a product, start to market and sell it, and then urgent problems sprout up as the sales and marketing process gets underway. Now the entrepreneur and team do what many young companies do – they bounce around from problem to problem, to sales attempts, to marketing tries, back to the problem, and back to some other urgent issue. Then after a period of sporadic sales and marketing efforts, predictably, panic occurs.
Surprise, surprise! Because of these herky-jerky sales efforts, deals are not flowing in, cash is tight, and the team is bewildered as to why their efforts to sell their new great product are not producing the expected results. There may be other reasons at this stage why sales are not happening, but the fundamental one usually is the lack of consistency in their sales and marketing efforts.
Sales and marketing is a hard discipline, even when you approach it with diligence and consistency. But it is near impossible to build sales momentum if you don’t consistently work on it. To make deals happen, every day, every week, month in and month out, you need a consistent, active sales and marketing process.
Hence, to create consistency of effort and manage sales and marketing better, there is a simple but effective growth hack a startup can employ that will increase deal flow and, ultimately, sales. Moreover, it will help develop an organizational habit that will create the foundation for better sales and marketing activities going forward. The hack is simple. Hire a part-time person for a few hours a week, and have them manage the weekly sales and marketing meetings, keep track of the goals and activities, as well as provide for some simple aid to the team to help them stay on track: this person and the process of consistently monitoring activity force accountability, which in turn drives performance.
Making everyone who sells and markets the product, even the founders, set reachable weekly goals, as well as report on their results week in and week out, drives consistency of effort and in turn, drives results. No one wants to report that they didn’t do what they signed up to do, not even the CEO. Hence, letting everybody in the company know who is getting the work done, forces performance. On the flip side, if sales calls are not made, or press releases and blogs are not getting written and posted, and this is known, this too will drive corrective action.
As this organizational habit becomes more pronounced and regular, repeatable sales and marketing efforts become the standard, and predictable results become the norm, and the team will get addicted to the results and process.
This hack will change the way you run your business for the better. Moreover, because of this consistency of this effort, you’ll be able to better track, measure, and test assumptions, ideas, and the market’s response to what you are selling.
When building your business and sales machine, you have to work on it every day as you work every day at making your product. Using this management hack will get your sales and marketing engine spinning with more consistency.
Written by Tim Bates
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